The Evolved Marketing Mix
Mastering the 7Ps for Modern Brands
Apr 17, 2025
Read Time : 5 min
Marketing can seem complex, but we’ll simplify it by explaining the ‘marketing mix.’ This mix is a set of tools that help brands connect with customers. And just like any good recipe, it’s evolved over time, going from the classic 4Ps to the more nuanced 7Ps. Ready to dig in?
The OG: 4Ps Marketing Mix
Back in the day (we’re talking mid-20th century), marketing was a bit simpler. Professor E. Jerome McCarthy, in his 1960 book, gave us the 4Ps, the OG marketing mix. These 4Ps were revolutionary, providing a handy framework for marketers to plan their strategies.
- Product: What are you selling? Is it a tangible good, a service, or maybe even an idea?
- Price: How much does it cost? This isn’t just about the number; it’s about perceived value, discounts, and payment options.
- Place: Where do you sell it? Think distribution channels, online stores, and even the store layout.
- Promotion: How do you tell people about it? Advertising, PR, sales… the whole shebang.
The Makeover: 7Ps of Marketing
Fast forward to 1981, and Mary Jo Bitner and Bernard H. Booms introduced the 7Ps, expanding the mix to better fit the service industry. But these extra Ps are gold for any brand looking to create a deeper connection:
- People: It’s about everyone involved; your team, your customer service, even your customers themselves. People are the face of your brand.
- Process: How do you deliver your product or service? Is it smooth, efficient, and customer-friendly? Think online checkout, delivery systems, and even how you handle complaints.
- Physical Evidence: These are the tangibles that prove your brand exists and that you deliver on your promises. Think website design, packaging, store ambiance, and even those fancy receipts.
The 7Ps acknowledge that marketing isn’t just about pushing a product; it’s about creating an experience.
Case Study: Total Detergent’s #THR – Total Harumnya Ramadhan Campaign
Let’s see the 7Ps in action from our client, Total Detergent. It wasn’t just about selling detergent; it was about amplifying the feeling of Ramadan.
- We focused on capturing the essence of the season: warmth, togetherness, and fresh starts.
- Our message resonated on an emotional level because Ramadan is about more than just clean clothes; it’s about clean hearts.
- We used visuals to bring the spirit of Ramadan to life, celebrating family, tradition, and shared joy.
- The campaign blended the festive atmosphere with activations that sparked engagement and generated leads.
This campaign nailed the 7Ps: it wasn’t just about the Product (detergent) and Promotion (ads). It was about the People (people celebrating Ramadan), the Process (creating a heartwarming experience), and the Physical Evidence (the beautiful visuals and engaging activities).
Whether you’re sticking with the classic 4Ps or embracing the evolved 7Ps, the marketing mix is your brand’s secret weapon. It’s how you create a strategy that’s not just effective but also resonates with your audience on a deeper level. So, choose your ingredients wisely, and get ready to cook!
Source:
Borden, Neil. The Concept of the Marketing Mix. Harvard Business School.
Dominici, Gandolfo. 2009. “”From Marketing Mix to E-Marketing Mix: a Literature Overview and Classification. International Journal of Business and Management Vol. 4 No. 9
McCarthy, E. Jerome. 1960. Basic Marketing: A Managerial Approach. Richard D. Irwin, Inc.
The Evolved Marketing Mix
Mastering the 7Ps for Modern Brands
Pemasaran itu kadang bikin bingung, ya? Tapi tenang, kita bakal bedah “”bauran marketing”” atau marketing mix biar gampang dipahami. Marketing mix itu ibarat resep berisi campuran bahan-bahan yang bantu brand terhubung sama audiens. Dan sama kayak resep, bauran ini juga berkembang dari waktu ke waktu, mulai dari 4P sampai 7P yang lebih lengkap. Ready to dig in?
The OG: 4Ps Marketing Mix
Sekitar pertengahan abad ke-20, pemasaran itu lebih sederhana. Profesor E. Jerome McCarthy (1960) ngenalin kita ke 4P, bauran marketing yang original. 4P ini jadi kerangka kerja yang berguna banget buat pemasar dalam menyusun strategi.
- Product (Produk): Apa yang kamu jual? Barang fisik, jasa, atau mungkin ide?
- Price (Harga): Berapa harganya? Ini bukan cuma soal angka, tapi juga nilai yang dirasakan, diskon, dan pilihan pembayaran.
- Place (Tempat): Di mana kamu menjualnya? Saluran distribusi, toko online, bahkan tata letak toko.
- Promotion (Promosi): Gimana cara kamu ngasih tau orang-orang soal produkmu? Iklan, public relation, penjualan, dll.
The Makeover: 7Ps of Marketing
Maju ke tahun 1981, Mary Jo Bitner dan Bernard H. Booms nambahin 3P lagi, jadi 7P. Tujuannya biar bauran ini lebih cocok buat industri jasa. Tapi 3P tambahan ini juga penting banget buat brand apa pun yang mau bikin koneksi lebih dalam:
- People (Orang): Semua orang yang terlibat; tim kamu, layanan pelanggan, bahkan pelanggan kamu sendiri. Orang-orang ini adalah wajah merekmu.
- Process (Proses): Gimana cara kamu nyediain produk atau jasa? Lancar, efisien, dan ramah pelanggan gak? Contohnya, proses checkout online, sistem pengiriman, dan cara kamu nanggepin komplain.
- Physical Evidence (Bukti Fisik): Ini hal-hal nyata yang nunjukkin merekmu eksis dan nepatin janji. Contohnya, desain website, kemasan, suasana toko, dan bahkan struk belanja yang keren.
Menurut 7Ps Marketing Mix, pemasaran itu bukan cuma soal jualan produk, tapi juga soal nyiptain pengalaman.
Case Study: Total Detergent’s #THR – Total Harumnya Ramadhan Campaign
Yuk lihat contoh 7P ini dari salah satu klien kita, Total Detergent. Kampanye marketing #THR – Total Harumnya Ramadhan itu bukan cuma soal jualan deterjen, tapi soal memperkuat rasa Ramadan.
- Kita fokus buat nangkap esensi Ramadan: kehangatan, kebersamaan, dan awal yang baru.
- Pesan kita nyentuh emosi, karena Ramadan itu lebih dari sekadar baju bersih, tapi juga hati yang bersih.
- Kita pakai visual buat menghidupkan semangat Ramadan, merayakan keluarga, tradisi, dan kebahagiaan bersama.
- Kampanye ini menggabungkan suasana Ramadan yang meriah dengan aktivitas yang memicu interaksi dan menghasilkan calon pelanggan.
Kampanye ini sukses menerapkan 7P: bukan cuma soal Product (deterjen) dan Promotion (iklan), tapi juga soal People (orang yang merayakan Ramadan), Process (nyiptain pengalaman yang menghangatkan hati), dan Physical Evidence (visual yang indah dan aktivitas yang menarik).
Mau pakai 4P klasik atau 7P yang lebih lengkap, bauran marketing adalah senjata rahasia merekmu. Ini cara kamu nyusun strategi yang bukan cuma efektif, tapi juga nyentuh audiens di level yang lebih dalam. Jadi, pilih bahan-bahanmu dengan bijak, and get ready to cook!
Source:
Borden, Neil. The Concept of the Marketing Mix. Harvard Business School.
Dominici, Gandolfo. 2009. “”From Marketing Mix to E-Marketing Mix: a Literature Overview and Classification. International Journal of Business and Management Vol. 4 No. 9
McCarthy, E. Jerome. 1960. Basic Marketing: A Managerial Approach. Richard D. Irwin, Inc.